SHAPE VOICE AND TONE

When it comes to building products, some people think of content as a final flourish, words on a page or screen that can be written just before launch. But we know that’s not the best way to do it! Thoughtful, consistent interface content is a core element of a well-designed user experience.

Every day atShopify, thousands of people write content that our merchants will see. That’s pretty awesome. But it’s also pretty scary becausewe want our product to have good content, the kind of content that helps users accomplish their tasks.

Establishing a content strategy team from scratch is a challenge — especially in a product company with no existing content processes. Since January 2015, we’ve been hard at work building a product content strategy team, and we’d like to tell you what we’ve learned along the way.